We have all seen organisations whose purpose we never quite understood. We might recognise the logo, know they're doing something, but we're not sure what. Some of us have even had the experience of working for such an organisation. We know our role (hopefully!) and our project, but what the bigger vision is, remains mysterious. Our lack of conviction is part of what can become a downward spiral of momentum. Without a clearly defined vision and mission statement, it is difficult to impossible to inspire a team or engage with customers.

Vision and mission are what will help you to:

• Develop a high performing team and culture• Drive your brand• Inspire your team

Every communication with stakeholders, clients or customers should reinforce this mission. Every dollar or minute spent should be focused on achieving the vision.

So how do you create a mission and vision and how do you develop a strategic plan to drive it?

Mission statement – the Power of Why

The vision and mission should reflect your organisation's passion and core business. Why do you exist? What is your core purpose?

Example: To organise the world's info and make it universally accessible and useful – Google

• Answer the question why does the organisation fundamentally exist• Be short, memorable, uplifting and inspiring• Be targeted (talk about the value provided and to whom)• What you want to be remembered for• Not use fluffy words that mean nothing• Fit on a t-shirt and that your organisation and target audience would be proud to wear.

Vision statement

Where are you going? What is your vision?

Example: To cure the world of breast cancer – Cancer Council

A good vision statement should:

• Answer the question where is the organisation going?• Be future orientated (e.g. use words such as; will be, creating etc.)• Be clear and visible• Be audacious, think big• Be descriptive• Have a time context of at least 5 years out

You may decide to define more than one type of vision statement. There are three types to consider:

By developing a vision statement or statements, your organisation clarifies the beliefs and governing principles of your organisation, first for yourselves, and then for the greater community.

To ensure you keep the vision and mission concise and inspiring you can provide further detail in the form of a vision description.

Values

Outlining your vision and mission is essential, but the next step is how these are reflected through organisational values. Organisation values should flow from the vision and mission. These are reflected in how the team behave and conduct themselves within the organisation and around your target audience or customer.

This is critical because, although powerful, the words themselves are not what make a difference; it's the conversation about the words. Ongoing discussion about organisational values can be engaging and empowering.

It is also important to go a bit deeper and confirm the behaviors along with the principles and promises that team members commit too.

Strategic drivers/objectives

What do we need to focus on to achieve the vision?In order to achieve the vision you need to identify a few key areas to focus on.

Measures of success

How will you know you have achieved your objectives?For each of the strategic drivers, clear measureable targets are needed to provide clarity on what is required to be achieved.

Initiatives and projects

What do you need to do to achieve the measures of success?These are the priority projects and initiatives that once completed would achieve the measures of success.

These can be identified upfront also as opportunities arise that would assist in the achievement of the measures of success under the Strategic drivers/objectives they can be added to the plan. It is important though not to take on projects that are not aligned, as this will distract the organisation from delivering on its vision. In addition an organisations culture is defined almost more by what it doesn't do rather than what it does do.

Operational team implementation

At the team level it is essential that the organisations strategic direction cascades to everyone in the organisation.

If the team is large a further level of clarification maybe required. This is completed through the development of Team level goals, and Team level initiatives/actions that align to the strategic direction. Individual role statements and performance plans are then set against the actions required by an individual to achieve the Team operational plan.

Finally

Communicate, Engage, Monitor, Review, Revise & Respond!

Seems like a lot to think about? Inspireme Consulting would love to work with you to achieve the best outcomes for your organisation/business/team.

Inspireme Consulting is a Geelong based consultant that works with teams and individuals to improve performance through leadership, strategy, team development and executive coaching. Robin Miles specialises in leadership, development and strategy having a deep knowledge and expertise in leading major change and organisational renewal initiatives.